Pet Care Retail Summer 2015 by Eljays44

Pet Care Retail A Garden Centre Retail supplement Summer 2015

PEOPLE • PRODUCTS • PROFIT

LET’S HEAR IT FROM...

Dean Richmond of Pets Corner DOG GROOMING Transform your offer with a unique concession

GIVE THEM WHAT THEY WANT

The beneﬁts of selling pet care products No failure, only feedback How to manage online customer relationships THE RIGHTS & WRONGS OF

Animal selling in garden centres PCR Front Cover3.indd 3

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welcome

Welcome to...

Pet Care Retail Give them what they want

elcome to the ﬁrst edition of Pet Care Retail, the only magazine giving you all the breaking news as well as expert advice from across the sector. As with PCR’s sister publication Garden Centre Retail, each month we aim to bring you invaluable business input from the biggest names in the industry – and sure enough, we’re starting with a bang, with a major interview coming from Pets Corner MD Dean Richmond. In the article, Dean covers numerous topics, including the early days of the company, how Pets Corner has differentiated itself as a brand, as well as the challenges presented to pet care businesses by the increasing popularity of online shopping. He also discusses the vital position that placement in garden centres continues to have in the company’s strategy. Keeping that in mind, explore further and you’ll ﬁnd that the value added to garden centres by the inclusion of pet care products and concessions is a key theme running through the issue.

This begins on page eight with an article by the Pet Industry Federation on the innumerable beneﬁts that these products can have in terms of customer acquisition and retention. A few pages later you’ll ﬁnd an exclusive contribution from the makers of the innovative K9000 dog wash on the success one garden centre in particular is having with its dog grooming concession. Pet care retail offers myriad opportunities for garden centre operators looking for ways to stand out from the crowd in an increasingly competitive market. The next edition is published in September. If you would like to be featured, or have any news, please get in touch. Mollie Bennett Assistant Editor, Pet Care Retail

Contact ALL ENQUIRIES Tel: 01903 777 570 Eljays44 Ltd 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA EDITORIAL Director – Lisa Wilkinson lisa.wilkinson@eljays44.com Tel: 01903 777 579 Commissioning Editor – Philip Mason philip.mason@eljays44.com Tel: 01903 777 575 Editorial Assistant – Mollie Bennett mollie.bennett@eljays44.com Tel: 01903 777 583 ADVERTISING Business Development Manager Jamie Wilkinson jamie.wilkinson@eljays44.com Tel: 01903 777 588 Account Manager – Ellie Downes ellie.downes@eljays44.com Tel: 01903 777 587 Sales Executive – Amber Bernabe amber.bernabe@eljays44.com Tel: 01903 777 581 Accounts – Lisa Woollard accounts@eljays44.com. Tel: 01903 777 572 Horticulture Careers. Tel: 01903 777 580 PRODUCTION Design Alan Wares, Kara Thomas, Amy Downes Production Editor – Susie Duff susie.duff@eljays44.com Subeditor – Toby Wilsdon toby.wilsdon@eljays44.com Printed by Pensord Press Ltd, Gwent, UK Published by ©Eljays44 Ltd MANAGEMENT Managing Director – Jim Wilkinson Director – Lisa Wilkinson Business Development Manager – Jamie Wilkinson MARKETING AND CIRCULATION Subscription enquiries – Jessica Garrard jessica.garrard@eljays44.com Tel: 01903 777 570 Garden Centre Retail is published 12 times per year by Eljays44 Ltd. 2015 subscription price is £95.00. Subscription records are maintained at Eljays44 Ltd, 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA. Articles and information contained in this publication are the copyright of Eljays44 Ltd and may not be reproduced in any form without the written permission of the publishers. The publishers cannot accept responsibility for loss of, or damage to, uncommissioned photographs or manuscripts.

Whilst every effort has been made to maintain the integrity of our advertisers, we accept no responsibility for any problem, complaints, or subsequent litigation arising from readers’ responses to advertisements in the magazine. We also wish to emphasise that views expressed by editorial contributors are not necessarily those of the publishers. Reproduction of any part of this magazine is strictly forbidden.

www.petcareretail.co.uk

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Pet Care Retail Summer 2015

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contents

Pet Care Retail CONTENTS

Pet Care Retail A Garden Centre Retail supplement Summer 2015

PEOPLE • PRODUCTS • PROFIT

LET’S HEAR IT FROM...

Dean Richmond of Pets Corner

Summer 2015

DOG GROOMING Transform your offer with a unique concession

GIVE THEM WHAT THEY WANT

The beneﬁts of selling pet care products No failure, only feedback How to manage online customer relationships THE RIGHTS & WRONGS OF

Animal selling in garden centres PCR Front Cover3.indd 3

28/05/2015 13:35

24 NEWS 06 NEWS CENTRE

A roundup of the latest news in the industry

FEATURE 09 LETS HEAR IT FROM

Pets Corner MD, Dean Richmond, talks about how his business differentiates itself from the rest of the industry – beginning with a heavy presence in garden centres

BUSINESS 12 BROADENING YOUR OFFER WITH PET CONCESSIONS

The Pet Industry Federation’s Alexandra Baker discusses ways to reach a whole new market

14 PAWS FOR THOUGHT

23 HOW TO SELL...

Geoff Hodge discusses how to take advantage of a mostly untapped section of the garden centre market – pet owners

COST, CUT IT

Michael Weedon of the British Independent Retailers Association offers a few simple tips to No failure, only feedback manage overheads

24 PET TOYS

business: online reviews

Rosie Akenhead, manager of business outreach for Yelp, discusses the most proﬁtable ways to interact with customers online

18 I NO FAILURE, ONLY t’s becoming increasingly the case that consumers are using the internet rather than looking for suppliers in traditional paper-based business directories. When a person needs a new place to buy quality animal feed (or most anything else), nowadays, they turn to their computer, mobile or tablet. Invariably, while using these online buying sites or directories, consumers will also have the opportunity to give their opinion about products and service via the reviews section. It is imperative that as a business owner, you respond to this in the most appropriate way – not only to fend off negative PR, but also to build lasting relationships with your customers.

FEEDBACK

positive feedback. These platforms will also allow you to respond either privately or publicly. A private message is rather like a personal email and is only visible to the individual reviewer and you. It’s ideal for thanking patrons, and also a good first step to find out more information from a dissatisfied customer. The other option is a public message which is visible to everyone. Make sure when posting a public response that you thank the reviewer for their feedback, state your policies and address any of their concerns.

Rosie Akenhead, manager of business outreach for Yelp, discusses the most profitable ways to interact with customers online

When a customer gives you feedback face to face, do you stand there and say nothing? No, of course not. So why should it be any different online? If you pride yourself on delivering great customer service in a person-toperson situation, then you should be doing the same in the virtual world. Make sure you are engaging with and reacting to reviews from customers online. Use the same approach as you would if the person was in your shop

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Suppliers tell us about their latest ranges

16 DON’T COUNT THE

Action any relevant feedback

Online is no different to ofﬂine

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PRODUCTS 21 PRODUCT NEWS

Ken MacKinnon writes about the benefits of thinking outside the box in order to appeal to a whole new customer base

talking to you. Don’t give generic answers and be sure to thank them for any positive remarks.

Always be polite

There are some review sites such as Yelp where you can respond to both negative and

One way to ﬁnd out if an area of your business needs attention is to observe whether your reviews are showing any common threads, for example, are customers mentioning that your kennels need a clean? If so, that’s a problem you can ﬁx easily enough – a tidy up and some elbow grease. Online reviews are a great way to hear honest, useful feedback from your clientele. Many pet-related business owners look at online reviews during monthly staff meetings and then implement customer feedback accordingly. 

Pet Care Retail June 2015

A selection of the latest pet toy products

26 PET FOOD

A round-up of some of the best pet foods available in the industry

27 PLANTS NOT PETS

Reliant on impulse buying as they often are, Jonathan Ward argues that garden centres should not sell animals

09 Pet Care Retail Summer 2015

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news

Hagen sponsors major pet event

NEWS CENTRE Forthglade extends senior team

orthglade Natural Pet Foods based in Winkleigh, Devon has boosted its team with senior appointments in sales, marketing and production. Bill Kimberling has joined the pet food brand as head of sales, while Rebecca Caradine has been appointed PR and marketing manager. Paul Gray has joined Forthglade as operations manager from Mars Pet Care and Les Down joins from Yeo Valley to further support the production process and

Pet Care Retail Summer 2015

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operational elements of the business. Gerard Lovell, joint MD at Forthglade said: “We’re proud of where Forthglade has come and what’s been achieved in the four years since we took on the business. “Last month alone we took on sixteen new employees, taking us to an 80 strong team. We have seen a 50% growth year-on-year and as a result have invested heavily in strengthening the sales and operational division.” www.forthglade.com

he Pet Show 2015 has announced sponsorship by Hagen, the sole European distributor of Nerf Dog toys. The company will sponsor the outdoor agility arena – or the Nerf Agility Arena as it will be known during the show. The Pet Show 2015 will mark the first time Hagen has been involved in this capacity with any event in the UK. Event director Carly Jackson said: “We are ecstatic to have Hagen on board as sponsors

of the Nerf Agility Arena. This is the first time Hagen has sponsored us and it’s great to have another revered name in the industry joining the show.” She continued: “I’m overjoyed with the partnership between Nerf Dog and the Agility Arena. They are the perfect fit and sum up the energy and excitement of The Pet Show 2015.” The event takes place at Stoneleigh Park and runs from 1-2 August. www.thepetshow.co.uk

Supervet to tour the UK

V vet Noel Fitzpatrick will be taking his Supervet Live show across the UK through the summer and into the autumn, on the back of the Channel 4 series of the same name. During the events, he will be recounting success stories from the TV show, as well as giving talks on advances in the veterinary profession. He will also be available to meet visitors. Speaking of the events Fitzpatrick said: “Supervet Live is very special to me on a personal level.

“People tell me it means so much to them when we share the emotional journey of animals in need and the families that love them so much. “Supervet Live tells the story of the unconditional love we feel for our animals because they speak to the very best part of us.” Dates include Dogfest (Arley Hall, 4 June and Losely Park, 21 June) and the National Pet Show at the NEC in Birmingham, from 7-8 November. www.thesupervet.com

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p r o d u c t lni en we s

Federation accredited for international trade shows

NEWS IN BRIEF

Staff at the St. Neots branch of Pets Corner have won the best customer services award at the recent St. Neots Community and Business Awards. The business was nominated by a customer. The awards are designed to honour local businesses across a range of achievements. www.petscorner.co.uk

he Pet Industry Federation has become accredited for the UKTI trade access programme. The programme is designed to help eligible UK businesses by providing grants to help them attend overseas trade shows. The accreditation also means that UK pet businesses who wish to attend the shows will be able to apply for funding from UKTI via PIF. PIF chief executive Nigel Baker said: “We are delighted to have received TAP

accreditation from UKTI. “As the UK trade association for pet businesses, this is a great opportunity for PIF to help companies new to export to develop their products and grow their businesses by accessing new overseas markets. “Having spent most of my working life in pet food manufacturing, I know only too well the challenges and difficulties that can be faced by pet businesses as they move into export.” www.petcare.org.uk

PetQuip Business Village comes to Glee 2015

he organisers of Glee have announced that this year’s event will include a new area, the PetQuip Business Village. PetQuip aims to bring together member and non-member pet suppliers to create a showcase of those wanting to build a presence within the garden retail sector. The village will also provide pet suppliers with a platform to launch and showcase their 2016 ranges to garden retail key decision makers. The area will be located close to the centre of the event, within NEC Halls 17-20. It aims to ‘deliver a strong footfall of garden retailers looking to boost their in-store pet offering’. www.petquip.com

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UK pet population down

he Pet Food Manufacturers’ Association has released statistics stating that the UK’s pet population has shrunk by 16% over the last three years. The data, which are released by the PFMA on an annual basis, equate to 10.8 million fewer animals, with 2% fewer households owning a pet. There are a total of 58.4m pets in the UK compared to 64.9m in 2013-14. Talking about the figures, PFMA chief executive Michael Bellingham said: “Having withstood the recession, when many households had to tighten their belts, many may find it somewhat surprising that we are now seeing a decline. “There is no single standout factor. Family finances are likely to play a role but we also believe that the pet industry’s responsible pet ownership messages are cutting through. As a result, owners are thinking twice before adding a pet to their family, wanting to give the best care possible.” Breaking the numbers down further, the number of dogs has declined to 8.5m from 8.6m in 2012-13, with cats currently at 7.4m compared 8.5m two years ago. Rabbit ownership is down to 1m from 1.3m.

DogFest, taking place on 14 June at Arley Hall in Cheshire and 21 June at Loseley Park in Surrey, has announced its line-up of sponsors. These include headliner Natural Instinct, alongside Hill’s Pet Nutrition, Nerf Dog, Leucillin, Eukanuba and Royal Canin. The event consists of a programme of activities and events for dogs to enjoy alongside their owners. www.dog-fest.co.uk Laughing Dog won the best trade stand award at Crufts. Commenting on the award win, Laughing Dog general manager Brian Allen said: “We’re absolutely delighted to have been awarded the best trade stand. The team has been working tirelessly to bring the stand together and it was a very different look for us.” www.laughingdogfood.com Exhibitor stand space at Aqua 2015 at the Telford International Centre has sold out five months ahead of its opening on 14 October, with an event-history-high of 82 companies showcasing their products. The organisers have called it ‘the UK’s premier water gardening and aquatics trade event’. www.aquatelford.co.uk The organisers of PATS Telford – which takes place on September 27-28 - have predicted that it will be the biggest in the event’s seven-year history. It will be the first year that the show will take place at the Telford International Centre, which offers more exhibition space than ever before. More than 150 companies have already confirmed they will be exhibiting. www.patshow.co.uk

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feature: let’s hear it from...

LET’S HEAR IT FROM...

Dean Richmond

The Pets Corner managing director talks about how his business differentiates itself from the rest of the industry – beginning with a heavy presence in garden centres Could you introduce and describe the business? Pets Corner was started in 1968 by my parents, with their first pet shop. They opened a second one in 1984, and I became the manager of our third store in Brighton after leaving school in 1989. I ran it as manager with Steven Charman – who’s my business partner and pal from school and it’s really where we developed the business personality that we have today. We were very much a traditional pet shop up until that point. Was it something that you always wanted to do? My aim as a career was actually to make birdfeeders, which I used to do in my bedroom at home. You

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just kind of get caught up in this. In 1998 we had seven stores, which I ended up buying from my parents and spending the next five years fudging along, trying to pay off the loan that we took out. We struck a deal in 2000 with Country Gardens and then Wyevale, after which we almost doubled in size. Because of the recession it became much easier to find conventional sites, and we managed to grow to where we are now. How are you different, in terms of the personality of the business that you mentioned? The main thing I would say is that we don’t sell or promote ourselves on price. We can’t take advantage  of economies of scale to the

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feature: let’s hear it from...

Left: Pets Corner staff are trained to a high standard

same degree that some of our competitors can, so we’ve had to find our niche. What do you promote on? The fact that we develop most of our products ourselves, which obviously attracts a particular kind of market. We sell specialist, exclusive, brands, which we attempt to convert customers to from the grocery products that they can get anywhere. Mainly pet food. Once we’ve converted people, they’re more likely to return and subsequently we don’t lose them to online or other pet retailers. That way of operating also means that we can control our own supply chain. We have our own distribution as well. How important is customer service to the model? Very important. Staff training is another big thing for us. We have 12 full time trainers on our team now, each of whom has expertise in specific areas – ornithology, aquatics and so on. We have four classrooms around the country, and our staff get proper classroom training. The quality of knowledge that our staff possess is very high. It’s a very expensive way of doing things, but it makes people want to come and work for us. Could you describe your garden centre operations? We’re about 50/50 – half garden centres and half standalone Majestic

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Wine-type sites. We’re in a few high streets as well. In terms of our presence in the garden centre sector, we’re in 50, with the next biggest operator in about five. Saying that, our share of the overall market isn’t exactly what you’d call huge. The pet industry’s worth £6bn and our turnover’s £38m. Our concessions typically occupy about 2,000 square feet, and we take separate areas, either off the car park or within the centre itself. The lease is typically ten to 15 years, and all but one are turnover rents. They’re self-contained units, fully staffed by us, with separate till systems. We kit it all out – we do the lighting, everything. Is it difficult to keep hold of brand identity while operating via a concession? Not if you do it right. Our customers have very high standards and are very loyal, so we have to remain as a recognisable name wherever we are. We’d never white-label it – we’re a brand within a brand. We would never go into somewhere that would compromise us, a discount or ‘pile it high, sell it cheap’ type garden centre, for instance. Would you say there’s a difference in the way people buy in a garden centre compared to more traditional pet care retail? I’d say that the average spend is higher in garden centres compared

Above: The company operates concessions in 50 garden centres

to the high street. That said, our standalone stores tend to turnover more, because they’re more prominent and in more convenient locations. We like garden centres because typically they have a middle-class customer, which often means they’re going to have a cat or a dog, which is where we specialise. That’s our main market. Garden centres have changed since we first got involved in 1991. In those days was very much more the case the people went there to buy a lawnmower or some compost. It’s much more about leisure now. Is there a particular type of location where you’re more successful? Is size a factor? We don’t need to be in a busy garden centre to do well, which I think is interesting. One of our best stores is in the quietest garden centre we’re in, and our worst-performing store is in the busiest one. People say that garden centres are destinations now, but we often don’t do as well in those because our customer is in essence shopping for groceries, which is all about convenience. If someone’s coming for a day out on a coach, they might want to want to buy a dog treat, but they’re probably not going to buy a big bag of food. Independent pet sector shops will typically see a pet owner once a year, usually to buy a specialist item like a dog bed or a flea collar. But once you get them onto the food

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feature: let’s hear it from...

“We only sell the products that are loyal to us or the brands that we own” that you’re selling and they see an improvement in the health in their animal, they come back. It gives them 12 times more opportunity for impulse buying other items. Where are the majority of your operations? You started in the south – are you still mainly in that part of the country? Not entirely, no. We’re about to open in Harrogate, and we’ve got one in Manchester as well. The more northerly stores are taking longer to build, probably because the brand isn’t as well-known, rather than anything to do with the demographic. With the type of customer that we’re looking for (ABC1s) the ideal position is in a garden centre next to a farm shop or a Waitrose. That’s utopia for us. How important is your online presence to the business? Not as important as our stores. Our website is profitable, but it really only accounts but about 1% of turnover. From what I can gather, that trend’s the same throughout the industry. While it’s certainly caught on as a method of selling – the biggest retailer’s doing something like £800 million, no one actually makes any money from it. People only buy online on price. I see online as the biggest threat to our industry, if I’m being honest. It’s fine if you’re a manufacturer, but retailers might find it a hindrance going forward.

How do you differentiate your presence online? We only sell the products that are loyal to us or the brands that we own. There’s no point in trying to sell the same things as everyone else at cost price. That’s another reason we do well on the bricks and mortar – we’re promoting products that aren’t online at cheaper prices. We actually want people to turn up and browse. Our website is about information really. It’s there to drive people into the stores, and we brand through it. How has being on Undercover Boss helped the business? We were on the programme last July, and while it wasn’t exactly a corporate video, we took the view that there’s no such thing as bad publicity. We think that it’s probably added a couple of per cent to our turnover, by creating an increased awareness of us and our points of difference. You can really see that if you look on our Facebook page. What changes have you seen in the industry since you began? I would say that one of the main ones is consolidation of the retail market. When I ﬁrst started, the biggest chain was two shops. Now there are a handful of regional chains alongside the bigger players. The independents are suffering – that’s if they haven’t been gobbled up. The good independents are strong and will survive though. They’re the ones that don’t try and do the same thing as the chains, and embrace products that aren’t sold online. The other big change is that products

Pets Corner shop store front in Windsor – before and after a recent revamp

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The history of Pets Corner Pets Corner specialises in animal feed, accessories and treatments. It also sells some small animals, reptiles and cold water ﬁsh. The company was set up in 1968 by Mark and Sandra Richmond, after they bought a small shop in Haywards Heath in Sussex. Both had worked in farming and had owned a number of pets. The shop grew and relocated to South Road in Haywards Heath, which is where it traded until 2011, when it moved again. A second store was opened in Hove in 1983. In 1992, a new garden centre concept store was opened in Brighton, during which time many of the company’s current sales techniques were developed. Between 2000 and 2008, twenty one stores opened and three independent pet shops were acquired. According to the company, the total number of stores is set to exceed 100 during 2015. Dean Richmond bought the business in 1998.

have become more premium. The average sale continues to increase, but pet ownership and footfall hasn’t. That means they’re spending more on exclusive products. How much of that has been driven by you? We’re the thin end of the wedge regarding the market, but I think we do have an inﬂuence in terms of encouraging our competitors to do certain things. We’re not the cause of it – we’re just reacting to the fact that the market is prepared to go in a more premium direction. Pets are very important to people. ◗

Dean Richmond is the managing director of Pets Corner www.petscorner.co.uk

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business: pet store concessions

Broadening your offer with pet care concessions The Pet Industry Federation’s Alexandra Baker discusses ways to reach a whole new market

s garden centres have broadened their range beyond plants to become more of a destination in their own right, many have also taken the opportunity to lease part of their space to specialist pet retailers. Retailers in turn – and indeed whole pet retail chains – have taken advantage of this business model to thrive within a garden centre setting. There are a number of reasons why this works, and why the model is advantageous for both the landlord business and tenant retailer. In the first instance, garden centres stand to attract a

“Garden centres and pet retailing can be considered similar industries, since they often attract comparable types of consumers“ wider range of customers and gain increased footfall to their outlets. By devoting part of their space to a pet retail concession, they will undoubtedly bring in a

different type of customer – the pet owner. This could be for any number of things, from picking up food, to obtaining advice on flea treatments or to purchase some treats. Good garden centres can capitalise on this increased footfall and diverse demographic with strong visual merchandising in order to encourage pet owners to purchase something for the garden at the same time. Some pet owners might be new to gardening, so it could even be a valuable opportunity to sell them some herbs, or simple shrubs and starter plants. It’s a great way to upsell to a new market.

Similar industries

One thing that’s worth remembering is that that garden centre trade is often affected by seasonal fluctuations and weather variations. With that in mind, one advantage of the pet retail concession is that this variation can be offset, since it’s not a category that’s influenced by seasonal trends. Footfall to the garden centre can be boosted all year round by repeat purchasing from pet owners. Garden centres and pet retailing can be considered similar industries, since they often attract comparable types of consumers. By providing not one, but two

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reasons for a particular demographic to make a trip to a garden retail store, garden centres can make it a more worthwhile experience. They can also prevent consumers from heading off to the local supermarket to collect compost and cat litter. For the concessionary pet retailers themselves, leasing space within a garden centre can be a less expensive way of operating the business whilst still enjoying a degree of exclusivity to retail certain product ranges. They can likewise take advantage of the benefits of operating within a larger, out of town outlet – usually with free parking and

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business: pet store concessions

on-site café. All of this helps to encourage customers to stay for longer, browse and spend more. Finally, by attracting a pet retail concession into their premises, garden centres have the opportunity to widen the range of stock available in their stores, but without the associated risks and costs of taking on additional products and shelf space. Add to that the specialist pet retail staff who are able to advise pet owners on a wealth of pet related issues, and garden retail outlets will have hooked in a captive audience who will continue to make repeat visits to their local garden centres. w

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The Pet Industry Federation is the UK trade association for pet businesses. Federation members are pet industry specialists and include retailers, groomers, pet boarders, and manufacturers. As a federation, it combines five specialist trade associations under one umbrella group and provides its members with a range of business benefits to help them remain competitive. www.petfederation.co.uk

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business: dog grooming

Paws for thought: attracting dog owners via a grooming concession Ken MacKinnon outlines the benefits of thinking outside of the box in order to appeal to a whole new customer base

ritain has always been a nation of animal lovers – and the top dog when it comes to pets are our canine friends. Dogs overtook cats as the nation’s favourite pet in 2014 and are now part of the family in around a quarter of all British households. (According to figures released by the Pet Food Manufacturers Association, the UK is now home to 8.5 million dogs). Based on these numbers, doing more to attract dog owners to garden centres can

only be good for business. The question is what’s the best way to go about it? Codsall and Wergs in Wolverhampton believes it has the answer – installing a dog wash facility for customers who happen to be passing following a particularly muddy walk. (Or, those who just want to give their pets a treat).

Messy and chaotic

convenient way to keep dogs clean. The premise behind the product was to fill a gap in the market, with many consumers not wanting to use the often expensive option of taking a dog to a grooming salon, or using mobile grooming facilities. These services can cost anywhere between £25 and £75 depending on the size

of the animal. And, while washing your dog at home saves you money, it can be a messy and chaotic process that often ends in the dog escaping the bath tub halfway through. Dog grooming concessions offer a middle way that is appealing to dog owners in terms of both price and convenience. Designed to be user-friendly,

The model chosen by Codsall and Wergs is the K9000, which is a coin-operated, self-service machine, designed to be a

“Dog grooming concessions offer a high level of profitability from a very small footprint.” Turnaround success Based in Codsall near Wolverhampton, Codsall and Wergs Garden Centre has served the West Midlands since before the Second World War. It was bought in April 2014 by the Hommers family – whose experience in the industry stretches back four generations – who set about turning around its fortunes. The investment in a self-service dog wash is part of a wider strategy to welcome and attract more pet owners. General manager of Codsall & Wergs Denise Bloor said: “We implemented a turnaround strategy and achieved our objectives in less than a

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year, well ahead of our original forecast. The K9000 dog wash is part of our plan to further build on that success. “From day one we decided to welcome people to bring their dogs into the garden centre – and this has helped significantly increase footfall to our pet supplies area. Adding a dog wash is a natural step to further enhance this welcome and to position us as the garden centre of choice for local dog owners. We believe that in order to be successful you have to be open to new ideas, so we are pleased to be the first garden centre to offer the K9000 dog wash to its customers.”

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business: dog grooming the unit allows dog owners to wash their pets in warm water, then rinse and dry them straight away. Features include a custom-made ﬂoor coating to help dogs retain balance and feel comfortable, a hair ﬁltration system that keeps the tub clean at all times and a large front window so that smaller dogs don’t feel claustrophobic when inside.

Beneﬁts of installing a dog wash • Additional revenue stream. Return on investment is typically achieved in 24 months, based on 10 to 15 uses per week • Easy to install. All that is required is a 32A single phase electricity supply and standard mains water connection

First mover

The majority of UK businesses that install machines such as the K9000 are part of the pet industry – for instance, pet supplies stores and veterinary practices. Codsall and Wergs gave us their two primary reasons for becoming the ﬁrst garden centre to take advantage of the system. In

the ﬁrst instance, they wanted to increase footfall, while at the same time wanting to differentiate themselves from the competition. Garden centres are a highly competitive retail environment and differentiation is increasingly hard to achieve. A self-service dog wash is a unique selling point, providing instant appeal to – as mentioned – numerous households. Codsall and Wergs believes that installing the product will make it the garden centre of choice for a lot of dog owners in its catchment area. Based on what we know from successful installations in the pet supplies sector, the K9000 can also keep people at the store for

Money matters

Payment can be made for the K9000 in a range of ways speciﬁed by the retailer. These include coins only, coins and notes, notes only, or tokens - plus debit/ credit cards capability due later this year. The garden centre sets its own pricing recommend as being between £7 and £10 per wash. The cost per wash to the garden centre is less than £1 for shampoo, power and so on. Based on a price of £8 per wash, with the machine averaging only 2 washes per day, the retailer will see return on investment in around 24 months.

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• Small footprint. Doesn’t require a lot of retail space and can be located outdoors to use dead space • Huge target market. Nearly a quarter of all UK households are dog owners • Differentiation. Gives a USP over local competition.

longer. The visit becomes an event rather than just a shopping trip. Typically customers witness a return on investment within 24 months, based on just 10 to 15 users per week. And clearly, you can adjust the pricing to reﬂect market rates for grooming in your area.

Location, location, location

Dog grooming concessions offer a high level of profitability from a very small footprint. Our unit for instance requires less than five square metres for the entire enclosure and machine. These compact dimensions and the ability to be located outdoors means you can turn what is otherwise dead space into a money spinner. Installation requires a 32A single phase electricity supply and a standard mains water connection – two things all garden centres have in abundance. And once it is in place, the dog wash is easy to run and maintain, constructed as it is from stainless steel and components used in the valet and car wash industries. Good practice in retail design is often described as disrupting the consumer’s thinking. A dog wash is something unexpected that attracts attention and can help persuade shoppers to linger for longer. Full specification: k9dogwash.co.uk/k9-dogwash-specification ◗

What to look for in a dog wash • Product support. Does the supplier have UK based engineers? Can you easily access technical expertise via phone and email? • Maintenance. Is it a proven, low maintenance product? Does it use robust components that are easily sourced and replaced? • Installation. Can you locate the dog wash outdoors, or is it an indoor-only product? How easy is the installation process? Ken MacKinnon is Business Development Manager for K9 Dog Wash, the UK distributor for the K9000. For further details visit the website www.k9dogwash.co.uk.

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business: retail advice

Don’t count the cost, cut it Michael Weedon of the British Independent Retailers Association offers a few simple tips to manage overheads

real problem that we all face in business is that there generally isn’t enough time to go around, and that there are always things that need completing right now. These could include imperatives like serving a customer and seeing him or her leave happy - tasks which sometimes (often quite rightly) take precedence more mundane things like finetuning costs. The more strategic aspects are vitally important too, though. And if we put them on a perpetual ‘to do’ list, we could be counting the cost in both the short and long-term.

Complacent attitude

One example of ‘behind the scenes’ business that if properly attended to can make all the difference is credit cards. Most retailers take them because consumers expect it – a ‘go with the flow’ attitude, which is also reflected in retailers’ broader point of view regarding this kind of facility. For instance, most simply stick with their provider every year, while many don’t know what rates they are actually paying.

The other banking arrangement that rarely gets looked at is the good, oldfashioned current account and paying-in banking. Over the past few years we have seen the virtual eradication of the overdraft along with huge increases in fees. (And significant branch closures, making banking increasingly expensive and inconvenient). With this in mind, it now makes sense to shop around when thinking of either of these.

attention really is right now. After all, the revaluation for 2017 is already underway and the ‘antecedent date’ was April of this year. If (and when) you start to get demands for information from valuers, check and challenge them with a professional retail service. The situation, likewise, is similar with insurance, which may be covered for those operating in concessions, but often it is not. To my

“Over the past few years we have seen the virtual eradication of the overdraft, along with huge increases in fees.” Ask yourself questions such as – does my card provider have the type of relationship with my bank that will get card cash into your bank next day?

Change the focus

Property may not be at the top of the list of concerns for concessions at the moment, but for those who pay business rates the time to actually pay

mind, the focus needs to be on an insurance provider with a specific retail remit (looking at, for instance, goods in transit, as well as those in the open air and specifically pet orientation). The PPRA scheme – for instance – is designed with pet retail operators in mind, and actually includes some cover for livestock.

Ten employees

One increasingly important area in relation to some of the subjects already covered is staffing. Business owners should anticipate that employee difficulties will arise at some point, and have cover in place before anything happens. With that in mind, small businesses will reach their start date for auto-enrolment pensions at some point between now and 2017. Most will need a scheme that will accept them as clients, even if they have fewer than ten employees. Another area to be mindful of is training and development. This can be tricky for small shops which have to keep staffing lean, but it pays off in the long term in staff effectiveness and retention. There’s lots of training out there, much of it free or subsidised but it is too often left as an afterthought. Being involved in independent retail can be a lonely, often time-pressured business - but hopefully, these ideas will help make life a little brighter. At BIRA we remind members that ‘you are independent, but you are not alone’. w

Michael Weedon is BIRA deputy CEO and communications director. email: michael.weedon@ bira.co.uk Tel: 01295 712277 M: 07866 363 783

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www.petcareretail.co.uk

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Tel No: 01246 415275 Email: Sales@jmc-aquatics.co.uk Order Online at: www.jmc-aquatics.co.uk One of the UK’s largest and most established wholesalers of tropical, coldwater and pond ﬁsh.

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Next issue 20 September 2015

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Contact Amber for Sales: amber.bernabe@eljays44.com 01903 777 581 Contact Jess for Circulation: jessica.garrard@eljays44.com 01903 777 570 Contact Mollie for Editorial: mollie.bennett@eljays44.com 01903 777 583

for more information visit www.petcareretail.co.uk

ADS TEMPLATE.indd 5

28/05/2015 13:23

business: online reviews

No failure, only feedback

Rosie Akenhead, manager of business outreach for Yelp, discusses the most proﬁtable ways to interact with customers online

t’s becoming increasingly the case that consumers are using the internet rather than looking for suppliers in traditional paper-based business directories. When a person needs a new place to buy quality animal feed (or most anything else), nowadays, they turn to their computer, mobile or tablet. Invariably, while using these online buying sites or directories, consumers will also have the opportunity to give their opinion about products and service via the reviews section. It is imperative that as a business owner, you respond to this in the most appropriate way – not only to fend off negative PR, but also to build lasting relationships with your customers.

Action any relevant feedback

Online is no different to ofﬂine

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talking to you. Don’t give generic answers and be sure to thank them for any positive remarks.

Always be polite

There are some review sites such as Yelp where you can respond to both negative and

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business: online reviews

HHHHH What words are most common in 5 star reviews?

It’s long been a motto amongst business owners that ‘the customer is always right.’ Our data mining team tested this out and found that customer service does indeed play a crucial role when it comes to having a strong or poor rating. We found that if a reviewer mentioned ‘good’ or ‘great’ customer service they were five times as likely to give a 5 star review rather than a 1 star. In order to better help the pet industry understand what makes a good customer experience, we then dug deeper to see what positive words reviewers were associating with great customer service experiences. ‘Friendly’, ‘helpful’ and ‘nice’ are the most popular words in positive reviews. These traits are ones that business owners should encourage all their staff to embody to earn that all-important online reputation.

“If you find yourself getting emotional, be sure to log out of your business owner account” Negative review?

You can’t please all of the customers all of the time, and there’s a chance that once in a while you may get a negative review. In responding to these, in the first instance, don’t be defensive (for instance, refrain from sending the reviewer a defensive private message or posting something publicly accusing them of being a

www.petcareretail.co.uk PCR Jun15 P23-24 Online.indd 19

fraud). That kind of thing is viewed negatively by other consumers that encounter it, and ends up only drawing more attention to the review. Instead, as discussed, send the reviewer a private message to determine if they’re willing to provide more details of what may have transpired. Also, if you find yourself getting emotional, be sure to log out of your business owner

account. You can always return to respond a full 24 hours later. This will give you time to figure out what to write.

Worry less about fake reviews

On our platform, every single review goes through our recommendation software. This is designed to help keep the content on the site useful and reliable for both consumers and businesses. If you have a concern that any review might be a fake, you can usually flag it up directly. One last piece of advice is to use free tools wherever you

can. There are many things pet businesses can do for free – again, just taking Yelp as an example, a recent Nielsen study indicated that 43% of Yelp users had made searches for pet related businesses. w Yelp is a market-leading local review site, connecting consumers to businesses and vice versa since 2004. Rosie Akenhead is manager of business outreach. She can be found on Twitter – @rosieakenhead.

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® Oggy Pets are a UK manufacturer of natural grooming and cleaning products for all pets. Our range features: hair of the dog grooming products specifically designed for dogs including conditioning shampoo, waterless foam shampoo and grooming spray. Available in four wonderful natural fragrances lavender & tea tree, soft aloe, sweet honey and wild berries. sensitives a hypoallergenic grooming range for all pets also including conditioning shampoo, grooming spray and a waterless foam shampoo mane magic our equine range including a hypoallergenic anti bacterial conditioning shampoo and grooming spray wipeout a fantastic multi purpose cleaner and deodoriser with natural anti bacterial active that kills germs and pet odours to 99.999%

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So it’s easy to see why Applaws can keep pets and profits in the very best of health!

ADS TEMPLATE.indd 5

28/05/2015 10:47

product lines

Product news All the latest news from leading product providers in the pet care retail sector

Get Off repellent

potless Punch’s Get Off range of repellents are a ‘garlic free’ alternative to discouraging cats and dogs from fouling and territorymarking. There are three products in the range. These include Get Off spray, which prevents scent marking on fence posts, garden furniture and so on, and Wash ‘n’ Get Off

spray, which cleans affected areas and removes odours. The third repellent is Get Off My Garden crystals, which protect newly-bedded ﬂowers or fresh cut lawns. Spotless Punch repellents are currently registered and will be covered by Biocide Regulation 528/2012. www.spotlesspunch.co.uk

Oggy Pets gets sensitive

ggy Pets offers a luxurious pet grooming experience, as well as an effective way to clean an animal’s living environment. Recently launched, the Sensitives range is a new collection of hypoallergenic, pH balanced products formulated for pets and animals with sensitive skin.

They are a way to clean, condition and eliminate pet odour without the use of chemicals or bleach. The range consists of a grooming spray, conditioning shampoo, waterless foam shampoo and a multi surface cleaner. Other brands include ‘hair of the dog’, ‘mane magic’ and ‘wipeout’. Trade discount is available on request and free delivery comes as standard. www.oggypets.com

Popware feeders make things easy

exas Popware for Pets is a unique range of expandable and collapsible pet feeders. The range’s kennel bowls are designed to help save space and can be stored ﬂat when not in use. Likewise, tandem and single feeders can be folded ﬂat for carrying on holidays and trips, while drinking and feeding cups clip to belts, bags or leashes for walks. The products are distributed in the UK by AmPet Products and are dishwasher safe for easy cleaning. www.ampetproducts.com

Baggee launches Mr. Men dispenser range

aggee Ltd has released a new line of Mr. Men bag dispensers, offering brightly coloured help for those cleaning up after dogs. The range comprises Mr Happy, Mr Noisy, Mr Bump and Little Miss Naughty. The products have apertures in their backs – other than Mr. Noisy, whose bags come out of his mouth. Bags – which are branded – are stuffed inside, hold ﬁrm without the need for a lid, and can be pulled out one at a time. They come in blister packs of four colour-matched rolls of 15. The collection comes in branded shelf displays holding 12 units. www.baggee.com

www.petcareretail.co.uk

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Pet Care Retail Summer 2015

28/05/2015 13:09

product lines Burns makes a splash

urns Natural Food has announced its partnership with Splash Paws, a canine hydrotherapy referral centre based in Staplehurst, Kent. Splash Paws offers 1-on-1 hydrotherapy sessions for dogs, carried out by qualiﬁed practitioners. The aim is improve health, mobility, physical and mental wellbeing. Burns founder John Burns

said: “I was very impressed by the unique approach taken by Splash Paws and am delighted to be able to help ﬁnancially and by donating food. “As a follower of holistic practice and acupuncture, I see hydrotherapy as a very natural way to help dogs recover and beneﬁt from exercise that is easy on the joints.” www.burnspet.co.uk

Puppiloo keeps things clean

reenacres Artificial Grass has launched ‘PuppiLoo’ – a new modular toilet tray designed for dogs of all ages. The product introduces pets to a grass surface indoors. It’s also useful for house training or with older, infirm animals. The area can be extended for larger dogs to use. A spokesperson said: “PuppiLoo has a self-draining, artificial grass surface that looks and feels real and is weather-resistant for use in outdoor areas. “Greenacres stocks a comprehensive range of artificial landscaping grasses. These can be installed in a designated area of gardens to avoid deterioration of an existing lawn due to pet urine.” greenacresartificialgrass.uk

Company innovates to conquer mobility issues

he No Bend Pet Bowl is a new, uniquely-designed feeder that eliminates the need for owners to bend down to look after their pets.

Returning to life through nature

ecure Haven has launched the Spiritree, a ceremonial urn for laying pets to rest. According to the company, the urn offers a ‘compassionate and ecological alternative’ by nurturing the growth of a new tree out of the ashes. The Spiritree can be placed in a large planter, and it can be moved around. The company has also launched another product – the Limbo Geos urn, made from organic compost and mineral soil bound with natural plant extracts. The lid can be replaced with a plant and transformed into a memorial tree. www.securehaven.co.uk

Go nuts for CocoMutts

ocoMutts supplies organic virgin coconut oil, specially intended for dogs. The oil is produced by cold pressing the ﬂesh of fresh coconuts. It provides a rich source of medium chain triglycerides, including

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PCR Jun15 P32-34 Product News.indd 22

The product has a heightadjustable handle, incorporated to help those who experience difﬁculty bending or kneeling down. The bowl is suitable for dry or wet food and liquids. It has anti-slip feet, which prevent it from moving around on the ﬂoor. It is available in three colours – light grey, red and black – and is supplied in ‘distinctive full colour retail packaging’. www.nobendpetbowl.com

lauric acid which, according to CocoMutts, can have many beneﬁts for dogs. These include helping with skin conditions, reducing the risk of allergic reactions and improvement in overall coat condition. It also reduces ‘doggy odour’, helps with joint pain and arthritis and is beneﬁcial when used as a topical treatment. www.cocomutts.co.uk

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28/05/2015 13:10

product lines

How to sell... pet

toys

Geoff Hodge discusses how to take advantage of a mostly untapped section of the garden centre market – pet owners

have to admit that I’m not a big dog fan – I’m allergic to them. And, after my three cats died, I vowed not to have any more. But it looks like I’m in the minority. The number of household pets is increasing steadily every year. And now they’re much more than just pets for many of us, they’re important members of the family. They’re loving companions of the old and lonely and essential partners for those who are blind or partially sighted. With that in mind, it’s no surprise that our appetite to spend on pets is similarly inexhaustible and that the value of the pet care market is increasing. Statistics indicate a steady year-on-year growth of around 4-6%. So, if you’re looking for a new revenue stream, then maybe you’re missing a trick if you don’t have some pet product presence in-store.

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Pet-ccessorise

The supermarkets, and to a lesser extent pet stores and superstores, have the pet food market sewn-up, with around 70% of this type of product purchased via these outlets. But pet accessories is one area that you could clean up in, with the independent sector, which includes garden centres, accounting for 31% of these sales.

Good parenting

Wherever you look, news stories tell us that we’re all getting obese – and so are our pets. We’re overfeeding them and giving them too many treats, which means that their teeth are also in an awful state. Physical activity is the key to their health and well-being and suitable exercise toys and chews will help prevent spending a fortune on vets’ bills. With this in mind, one tactic could be to appeal to your customers’ sense of guilt. And once they’re on the road to getting their pets healthy, the chances are that they will keep buying – and you will keep hearing your cash tills ring. Do

Making a stand Setting up a full-on pet shop requires a huge investment of time, money, space and people. But a small area, or even a few strategically placed display stands, turned over to pet toys and other small accessories could pay huge dividends. Not sure where to start? Then talk to one of the leading suppliers in the sector. They’ll offer pet merchandising displays that can transform your retail area into an impressive, shoppable space. Many will also offer bespoke category management solutions and manage your in-store display to make the greatest return from ﬂoor space. Petface, for example, offers gold, silver and bronze stand deals where you can build a shop-in-shop display solution to suit your retail area. everything you can to turn your customers into great pet parents. According to Petface, a high proportion of garden centre customers are dog and other pet owners. These consumers will spend lavishly on their pets and so there is a great opportunity for garden centres to stock ranges of toys and other small accessories, with emphasis on the premium end of the market. ◗ Geoff Hodge is a writer and broadcaster. He writes for various gardening magazines and websites and has written eight books. Previously, he was a garden centre manager.

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28/05/2015 12:46

products: pet toys ▲

Kong Cat Wobbler

▲ Dog and cat treat maze

Nina Ottosson treat mazes are interactive puzzle toys for dogs and cats of all ages and sizes. The product is designed so that the treats pass through the maze inside. It then wobbles, rocks and spins unpredictably, making the experience challenging so the pets have to work for their treats. The mazes can be used inside or outside and are available in three versions – large, small and cat. www.nina-ottosson.com